Business Data & Benchmarks · United States
Vitamin and Supplement Store Revenue Benchmark
A vitamin and supplement store sells vitamins, minerals, protein powders, herbal products and sports nutrition, earning on retail margin over branded and private label products and often on memberships or loyalty programs. Product knowledge behind the counter, private label lines and online competition shape a trade that sells trust as much as bottles.
Average Vitamin and Supplement Store Revenue per Year 2022 Economic Census
The 2022 Economic Census counts every food and health supplement retailer with paid employees, from a single nutrition shop to the branches of national supplement chains, and publishes their combined annual receipts. Dividing that total by the number of stores gives the average annual revenue per employer establishment shown below.
≈$1,909,000 /year
Average annual gross revenue per employer establishment
11,336
Employer establishments in the United States, 2022
as published $21.6 billion
Combined annual gross revenue of employer establishments, 2022
How this is calculated: about $21.6 billion in combined annual receipts divided by 11,336 employer establishments works out to an average annual revenue of $1,909,000 per employer establishment.
Scope: Food (Health) Supplement Retailers, NAICS 456191. The category covers stores retailing vitamins, dietary supplements and nutrition products. Pharmacies, beauty supply stores and health food grocers are counted in separate categories. Classified separately in group 4561: 456110 Pharmacies and Drug Retailers; 456120 Cosmetics, Beauty Supplies, and Perfume Retailers; 456130 Optical Goods Retailers, and 1 further code. Nothing outside that code is counted on this page.
Source US Census Bureau, 2022 Economic Census, Summary Statistics (ECNBASIC): ESTAB, RCPTOT and PAYANN by NAICS · Vintage 2022 Economic Census · Calculation BusinessNES · Accessed September 2026
Five-Year Survival in the Retail Sector Sector-level
Federal data does not track survival for vitamin and supplement stores specifically. The honest closest measure is the sector that contains them: Retail Trade (NAICS 44-45). Here is the most recent fully observed five-year cohort.
59.8 percent of Retail Trade establishments opened in the year ended March 2020 were still operating five years later. Five-year survival was similar across these two consecutive cohorts: 60.7 percent and 59.8 percent.
Read this as sector base rates, not as a promise for this specific trade. This continuation curve is a broader Retail Trade benchmark, not a survival series specific to vitamin and supplement stores. The sector contains many business types with different economics, and survival for any one of them can sit above or below the curve. Supplement retail faces direct competition from online sellers and from pharmacies and grocers carrying the same brands, so a store's survival depends on advice and private label loyalty rather than on the sector curve.
Source US Bureau of Labor Statistics, Business Employment Dynamics, Table 7 · Scope Retail Trade sector, national · Observed through March 2025
Source and definition
Payroll as a Share of Revenue Official data
Payroll divided by receipts, both as published for the same year.
| Measure | Value |
|---|---|
| Annual payroll share of receipts, United States | ≈11% |
Payroll share of receipts, Food (Health) Supplement Retailers, United States, 2022 Economic Census.
Approximately 11.0 percent of every revenue dollar goes to annual payroll, a small share typical of goods retailing, where the products on the shelf are the main cost and a small floor team handles sales and advice.
Payroll here excludes benefits, employer taxes and owner compensation, and the census does not publish cost of goods, so nothing on this page shows what a store keeps after paying its suppliers.
Business Scale and Ownership Structure Official data
How large the average establishment is, and whether the population is independent operators or multi-site companies.
| Measure | Value |
|---|---|
| Paid employees per employer establishment | 5.2 |
| Employer establishments per firm | 1.4 |
Scale and ownership, Food (Health) Supplement Retailers, United States, 2022 Economic Census.
The average establishment employed about 5.2 people, and the industry averaged 1.4 employer establishments per firm, which confirms that multi-establishment ownership exists in the published population without showing how establishments are distributed across firms. As an illustration, that headcount could be a store manager and a small floor team working in shifts.
These are arithmetic industry averages. They state the size of the average establishment and show that multi-establishment ownership exists. They do not show the distribution of business sizes and they do not measure market concentration.
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Data Source Notice
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures above are from the 2022 Economic Census reference year, released by the Census Bureau in 2024 and 2025; markets have moved since.
Questions Worth Asking BusinessNES analysis
Vitamin and Supplement Store: the private label, franchise and online questions behind the average.
Before you rely on this benchmark
- How much of the range is private label? Store-brand supplements carry better margins than national brands and build loyalty that online sellers cannot easily match, but they need sourcing, testing and regulatory care. How much of a store's sales come from its own label is a choice the average cannot reveal.
- Franchise or independent? Franchised supplement chains offer brand recognition, supply contracts and marketing, and charge fees and royalties for them, while an independent keeps its revenue whole and competes on expertise. Both sit in this category with different cost structures behind similar receipts.
- Where is the price competition? Identical branded products sell online and in pharmacies and warehouse clubs at prices a small store struggles to match. Revenue depends on how much of a store's sales come from products where advice, sampling or private label make price less decisive.
- What do regulations require? Supplement labeling, claims and recalls are governed by federal rules, and a store selling a product later pulled from the market absorbs the loss and the reputational cost. Compliance and product vetting are quiet costs outside a receipts figure.
- Who are the customers? Athletes buying protein weekly, older customers on maintenance vitamins and shoppers following a trend buy in very different patterns. A store's customer mix decides repeat rates and average ticket, and the census does not see it.
- Does the store sell online too? Many stores add a web shop or marketplace listings to defend against online rivals, which brings shipping, returns and platform fees with it. The census counts those receipts alongside the store's, so the channel mix behind a figure varies.
Sources and Methodology
Revenue, establishment counts, payroll, employment and firm counts on this page come from the 2022 Economic Census, Summary Statistics, published by the US Census Bureau. Averages and shares are BusinessNES calculations from those published totals, and each one names the two figures it divides.
The Census counts employer establishments, meaning each store with paid staff. Pharmacies and health food grocers are counted in separate categories, and an online seller working alone is not counted.
The survival curve is a sector-level series from the US Bureau of Labor Statistics and describes the whole Retail Trade sector, not this business type on its own.